Square Toiletries

What Square Toiletries does

Square Toiletries Ltd. is a Bangladesh-based FMCG manufacturer and subsidiary of the Square Group conglomerate, operating from Dhaka since 1988. The company develops, manufactures, and markets 20+ internally-developed brands spanning personal care (Meril, Kool, Revive), baby care (Meril Baby, Supermom), feminine hygiene (Senora, Femina), fabric care (Chaka, Chamak), home care (Shakti, Spring, Maxclean), oral care (Magic, White Plus), and health/wellness (Sepnil, Xpel, Zerocal). Manufacturing operations are ISO 22716:2007 certified for cosmetics quality standards, and the company has received the Bangladesh Government's Green Factory Award.

The company sells primarily to mass-market Bangladeshi consumers through traditional retail, e-commerce platforms (Chaldal and Daraz), corporate/institutional channels, and exports to 13 countries. Its go-to-market relies on mass-marketing campaigns across television, Facebook, reality show sponsorships, and healthcare awareness programs (including a free medical consultation hotline and menstrual hygiene initiatives reaching 6,000,000 women). Pricing is not publicly disclosed; the company operates a sales-led motion across B2C and B2B with notable institutional accounts including SCB, HSBC, BRAC Bank, City Cell, and Airtel for Sepnil hand sanitizer.

Square Toiletries is privately held under Square Group with no disclosed external PE/VC investment. Leadership is led by Managing Director Anjan Chowdhury. The revenue model is straightforward FMCG product sales across a diversified brand portfolio. Scale signals include 251-500 employees, second-highest VAT payer recognition nationally for FY 2019-2020, and ongoing category expansion via partnerships and product launches (most recently Supermom Super Pants with Japan's Servo technology in 2025).

Name

Square Toiletries

Legal name

Square Toiletries Ltd.

Website

https://squaretoiletries.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

251–500 employees

Short description

Square Toiletries Ltd. is a Bangladeshi FMCG manufacturer and Square Group subsidiary producing 20+ brands of personal care, baby care, feminine hygiene, fabric care, and home care products. It serves mass-market Bangladeshi consumers through retail, e-commerce, and corporate channels, and exports to 13 countries.

Ownership category

akta.pro rank

Product category

Personal Care and Toiletries FMCG Manufacturing

NAICS

Toilet Preparation Manufacturing (32562), Soap and Cleaning Compound Manufacturing (32561), Toilet Preparation Manufacturing (325620)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Digestive Health OTC (Antacids, Laxatives, Anti-diarrheals, Probiotics OTC) (CRADAMAE)

Keywords

• Personal care products
• Baby care manufacturing
• Feminine hygiene products
• Consumer goods manufacturing
• Household cleaning supplies

Headquarters

HQ city

Dhaka

HQ country

Bangladesh

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. FMCG Product Sales: Square Toiletries generates revenue through manufacturing and selling fast-moving consumer goods (FMCG) including personal care products (soaps, shampoos, deodorants), baby care products (diapers, baby cosmetics), home care products (detergents, disinfectants), and health/hygiene products (sanitary napkins, sanitizers). The company operates as one of the largest and leading FMCG companies in Bangladesh.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Square Toiletries manufactures and markets approximately 20 FMCG brands spanning personal care, baby care, feminine hygiene, men's grooming, oral care, hair care, skincare, fabric care, home care, and health/wellness categories. The company develops all formulations through an in-house R&D department and produces products such as soaps, shampoos, deodorants, sanitary napkins, baby diapers, detergents, toothpaste, hand sanitizers, mosquito repellents, and stevia-based sugar substitutes. Products are sold primarily through mass-market retail channels across Bangladesh, with additional e-commerce and corporate distribution, and are exported to 13 countries.

Product overview

Square Toiletries Ltd. is a leading FMCG company in Bangladesh operating as part of the Square Group. The company offers a diverse portfolio of 20+ brands across multiple categories including Fabric Care (Chaka, Chamak), Oral Care (Magic, White Plus), Hair Care (Jui), Men's Grooming (Kool), Baby Care (Meril Baby, Supermom), Feminine Care (Senora, Femina), Health & Hygiene (Sepnil, Xpel), Skincare (Revive, Meril Protective Care, Meril Tangerine Orange), Home Care (Shakti, Spring, Maxclean), and Nutrition (Zerocal). Products range from personal care items, toiletries, and household cleaners to baby care products and health supplements. The company exports to 13 countries and maintains a strong domestic market presence through various retail and online channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Chaka Detergent brand offering multiple variants including Super Soft, Super Bright, and Super White formulations with enzyme technology and fine perfume fragrances for fabric care.
• Chamak Fabric brightener and stain remover specialist brand positioned for maintaining white fabrics and achieving sparkling brightness.
• Femina Antibacterial sanitary napkin brand offering both belt and panty system options for menstrual hygiene.
• Jui Hair care brand offering multi-vitamin oils, pure coconut oil, and hair care products enriched with essential oils and vitamins for hair nourishment.
• Kool First men's grooming brand offering deodorants, antiperspirants, after shave products, shaving creams, and body sprays.
• Magic Extra fresh tooth powder brand available in natural gel and herbal variants with Ayurvedic extracts.
• Maxclean Liquid dishwash product with advanced degreasing formula for effective kitchen cleaning.
• MAYA Naturals Natural wellness brand offering hair and skincare products including hair growth serums, oils, gels, and acne control products with natural ingredients.
• Meril Baby Baby care brand offering comprehensive range including diapers, shower gels, shampoo, lotion, powder, cream, toothbrush, and toothpaste for infant care.
• Meril Milk Soap Milk soap bar collection with variants including Milk & Beli and Milk & Kiwi for fresh and velvety skin.
• Meril Protective Care Protective skincare brand offering petroleum jelly products in various formulations, rose water glycerine, lip balms, and olive oil.
• Meril Tangerine Orange Skincare sub-brand offering Tangerine Orange soap bar, shampoo, and conditioner enriched with vitamins for skin brightening.
• Meril Vitamin C Care Skincare sub-brand offering Vitamin C soap bars in Tangerine Orange and Lemon & Lime variants for skin brightening.
• Meril Lip Gel Lip care product enriched with Vitamin C providing relief from chapped and dry lips, available in citrus flavor.
• Rain Shower Bath and shower gel brand offering relaxing and refreshing bathing experience.
• Revive Skincare brand offering Glass Skin serums (Vitamin C, Hyaluronic Acid, Niacinamide, Retinol), micellar products, sunscreen, and body care.
• Select Plus Anti-dandruff shampoo and soap brand with medicated formulations containing Ketoconazole and Climbazole for treating fungal infections.
• Senora Feminine hygiene brand offering sanitary napkins in various variants including Wings, Feather Light, Bio, and Confidence Heavy Flow for complete protection.
• Sepnil Safety and hygiene brand offering sanitizing soap, hand wash, instant sanitizer, disinfectant spray, floor cleaner, and face masks.
• Shakti Heavy duty toilet cleaner brand that removes stains and leaves toilets clean and hygienic.
• Spring Air freshener brand with natural fragrance offerings in multiple variants.
• Supermom Baby diaper brand offering Super Pants in various sizes (Small to XXL), newborn diapers, and mild baby wipes for infant care.
• White Plus Dental care brand offering toothpaste variants including Baking Soda, Pro-Sensitive, and whitening products with Calci Strong and Ultra Cooling Technology.
• Xpel Mosquito repellent brand offering natural spray and aerosol products based on plant-based PMD from Lemon Eucalyptus Oil.
• Zerocal Sugar substitute brand offering stevia-based products 300 times sweeter than regular sugar in various formats (sachet, jar, tablet, drink powder).

Quantifiable outcome

• Serving 6,000,000 women through free medical consultation services for menstrual health

Named customers1 record

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• SNV (Netherlands Development Organization)coreStrategic or Co-development Partner · 1 January 2016Square Toiletries Ltd. and SNV, a Netherlands-based organization, entered a joint program named 'Go Bangladesh' focusing on management of monthly periods in a hygienic manner and spreading awareness about reproductive health for female RMG workers. The program includes free doctors' and psychological consultations through expert doctors and a free health line.
• Persona (Beauticians and Hair Experts)minorGTM or Marketing PartnerSquare Toiletries collaborated with Persona for Facebook campaigns including launching a Jui brand fan page and online contests offering hair treatment sessions at Persona as prizes. The partnership generated significant engagement with over 25,000 followers.
• Square Hospitals Ltd.minorGTM or Marketing PartnerSquare Hospitals served as the reward partner for the Meril Revive 'Busy-der Easy Show' reality show, providing healthcare endorsement and prizes for corporate women participants.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Unilever Bangladesh: Subsidiary of Unilever operating in Bangladesh across personal care, home care and hygiene (Lifebuoy, Lux, Dove, Surf, etc.). Direct FMCG competitor with overlapping product categories including soaps, shampoos, deodorants and detergents.
• Marico Bangladesh: Bangladesh arm of Marico Limited selling hair care (Parachute), edible oils and personal care. Competes directly with Square Toiletries' Jui hair oil franchise and broader personal care portfolio in Bangladesh.
• Reckitt Benckiser Bangladesh: Operates Dettol, Harpic and Lysol brands in Bangladesh, overlapping with Square Toiletries' Sepnil disinfectant, Shakti toilet cleaner and broader hygiene offerings. Direct competitor in household and personal hygiene.
• Procter & Gamble Bangladesh: Markets Gillette, Head & Shoulders, Pantene, Ariel and Olay in Bangladesh. Competes with Square Toiletries in shampoo, baby care (Pampers vs Supermom), and fabric care.
• PRAN-RFL Group: Major Bangladeshi conglomerate with a growing consumer products division spanning food, beverages, personal care and home care. Directly competes in mass-market FMCG channels with Square Toiletries' portfolio.
• ACI Limited: Bangladeshi conglomerate with a sizable consumer brands division covering personal care, home care and hygiene. Operates as a direct FMCG competitor with overlapping brand portfolio in Bangladesh.
• Dabur Bangladesh: Subsidiary of Dabur India offering ayurvedic personal care, oral care (Meswak), and baby care in Bangladesh. Direct overlap with Square Toiletries on oral care (Magic/White Plus), hair care and natural wellness positioning.
• Emami Bangladesh: Bangladeshi arm of Emami Limited (Navratna, Boroplus, Zandu). Competes in massage oils, skincare and personal care categories mirroring portions of Square Toiletries' portfolio.

Broad incumbents

• Marico Limited (India): Parent of Marico Bangladesh and a broader South Asia FMCG leader with diversified personal care, hair care and edible oils portfolio. Comparable business model and category mix to Square Toiletries at group level.

Others

• Square Pharmaceuticals Ltd. Sister company within Square Group, focused on pharmaceuticals rather than toiletries. Acts as a related ecosystem participant — providing healthcare endorsement and brand-distribution context — rather than a like-for-like competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/SquareToiletries
• Facebookfacebook.com/STL.SquareGroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Square Toiletries